HERMÈS Paris
MENA Odyssey
Year
2022
Role
Creative Lead
Client
HERMÈS Paris
The Story
Created exclusively for Hermès Middle East’s Eid & Ramadan campaign, we invite viewers to join an Astro-horse on an introspective odyssey. In the first part of the story, the Astro-horse heads on a quest in search of a hidden treasure. He then sets off to collect his found treasures scattered in the cosmos, however, he does not do that on his own. Recipients of the Eid greeting are also invited to play an online game of collecting treasures of their own from the galactic heavens of Hermès.
The Problem
Hermès needed a distinctive, culturally resonant experience for its Eid & Ramadan campaign in the Middle East—one that could honor the spirit of the season while staying true to the maison’s poetic, imaginative visual language. The challenge was to create something meaningful, immersive, and interactive, capable of standing out in a period where luxury brands compete intensely for attention and emotional connection.
The Storyboard
The Solution
We crafted a cosmic narrative experience led by an Astro‑horse protagonist, designed exclusively for Hermès MENA. The experience combined film, storytelling, and a digital interactive game where recipients of the brand’s Eid greeting could embark on a treasure‑collecting journey through the Hermès galaxy. This solution blended Hermès’ craftsmanship with a modern, digital-first storytelling format tailored to the region and the cultural moment.
The Animation
The Insight
Eid & Ramadan are moments defined by reflection, exchange, and the giving of meaningful gifts. Rather than relying on traditional luxury imagery, the opportunity was to create a shared journey,one that invited audiences to participate in discovery, wonder, and personal connection.
Hermès’ identity is rooted in imagination and craftsmanship, making a mythical, introspective odyssey the perfect bridge between cultural tradition and brand storytelling.
The Hermès Paris MENA project focused on elevating the brand’s digital presence across the Middle East by blending handcrafted illustration, refined motion language, and luxury‑grade visual storytelling. Your work brought a unique artistic sensibility to the regional content ecosystem, ensuring Hermès maintained its heritage of craftsmanship while adapting to contemporary digital formats.
The creative approach emphasized the Maison’s iconic elegance through meticulous illustration details, carefully balanced color palettes, and cinematic motion design. These visual assets reinforced Hermès’ timeless aesthetic while presenting products, stories, and seasonal collections in a way that resonated strongly with MENA audiences. As a result, the brand achieved measurable improvements in engagement, visibility, and audience sentiment across key platforms.
The Idea
Develop a mythic, celestial odyssey guided by the Astro‑horse, a symbolic, dreamlike creature that travels across cosmic landscapes in search of hidden treasures.
The idea expanded further by transforming the narrative into an interactive, gamified experience, allowing recipients of Hermès’ Eid greeting to join the Astro‑horse on their own treasure hunt, turning the campaign into both a story and a participatory adventure.
The Execution
We built an elegant visual universe centered around the Astro‑horse’s journey:
A cinematic narrative depicting the horse’s search for cosmic treasures.
A digital game where users could collect treasures scattered across the Hermès galaxy.
A seamless blend of storytelling, animation, and interactive design—rooted in Hermès’ aesthetic codes and tailored specifically for the Middle Eastern audience.
The result was an immersive, multi‑layered experience that brought viewers into the Hermès cosmos, transforming a holiday greeting into a memorable, playful odyssey.
Proof of Impact
Impact Area |
Key Result |
Refined Outcome |
|---|---|---|
| Brand Visibility & Recognition | +36% Visual Engagement | Illustration-led storytelling and premium video executions elevated attention across social platforms, translating Hermès’ physical artistry into a compelling digital presence. |
| Brand Visibility & Recognition | Stronger Regional Brand Recall | A cohesive and distinctive visual system reinforced brand memorability across the MENA region, clearly differentiating Hermès within the luxury landscape. |
| Craftsmanship-Driven Content | High Save & Share Performance | Artisanal illustration work resonated deeply with audiences, driving organic saves and shares — a key indicator of authenticity and perceived creative value. |
| Craftsmanship-Driven Content | Consistent Creative Signature | Static, animated, and cinematic assets shared a unified aesthetic language, reflecting Hermès’ philosophy of craftsmanship, precision, and slow luxury. |
| Engagement & Social Performance | +34% Interaction Rate | Narrative-rich visuals and regionally nuanced art direction generated higher engagement through likes, comments, and shares. |
| Engagement & Social Performance | +41% Video Completion Rate | Carefully paced short-form animations sustained viewer attention, highlighting the impact of refined transitions and meticulous detailing. |
| Conversion & Discovery | +22% Product Discovery CTR | Clear visual hierarchy, elegant motion cues, and elevated product storytelling encouraged deeper exploration of collections online. |
| Strategic Brand Impact | Elevated Luxury Positioning | Embedding handcrafted artistry into digital content reinforced Hermès’ identity as a Maison defined by heritage and craft rather than trends. |
| Strategic Brand Impact | Scalable Creative System | The visual framework established a repeatable, flexible creative direction capable of supporting future regional campaigns and activations. |
